Category Archives: interesting observations

What’s all this bull about agency billings? – A misleading measure of agency performance

Many people in the media still use media billings to indicate the size of the account or the size of the agency. Check out Mumbrella, or AdNews, B&T or even The Australian and The Financial Review. Even overseas, Advertising Age … Continue reading

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12 trends in strategic marketing management for 2012

This first appeared as a guest blog in BizCommunity in South Africa and can be seen in full here. 2012 will be a year of solving the conundrums of marketing complexity. The world sitting in a now familiar state of uncertainty, … Continue reading

Posted in agency remuneration / compensation, agency solutions, data & direct marketing, Evalu8ing - Relationship Performance Monitoring, green marketing & sustainability, industry news & trends, interesting observations, media planning & buying, print production, social media & digital marketing, strategic management | Tagged , , , , , , , , , , | Leave a comment

TrinityP3’s Top 10 most popular strategic marketing management posts of 2011

2011 was a challenging year for marketers everywhere. We worked with many of our clients both regionally and globally discussing and addressing a wide range of issues including: marketing agency search, agency compensation, agency selection, agency contracts, business strategy alignment, advertising process improvement management, client agency relationships, supplier performance … Continue reading

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Why collaboration can simply lead to more meetings and not great business strategy alignment

I recently sat in on a number of meetings with a marketer and their agencies to discuss how they could get a greater level of collaboration between the various marketing teams and the agencies on their roster. The ideas that … Continue reading

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If structure follows strategy how is marketing strategically positioned in your organisation?

Last week I went along to speak to a financial services advertiser at their six monthly marketing planning day. They asked me to talk about the various types of marketing departments. When they called me and asked if I could … Continue reading

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The power of aligning public relations and advertising in your marketing strategy

These days, many consumers form their impressions of organisations, brands and products through what they read, hear and see in the editorial and news sections of the media as much as they do through paid advertising in the same media. … Continue reading

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How the scientific method can be used to ‘test and learn’ marketing strategy

When I was doing my Bachelor of Applied Science at RMIT, our first year included a study unit on the Theory of Science and the Scientific Method. In this unit we read Darwin’s The Origin of Species and discussed the … Continue reading

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Achieving business strategy alignment starts with a common language

My friend and colleague Clement Toulemonde recently shared a list of phrases commonly used in English language that are often misinterpreted by the listener. I suddenly realised that this happens often in meetings between marketers and their agencies. The cause is … Continue reading

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Lack of financial acumen may stop marketing being aligned to business strategy

I have written before about the perception of marketing by CEOs (73% of CEOs think marketers lack business credibility) and CFOs (‘Being “good for the brand” is not a business case) in organisations, but two things this week made we wonder if … Continue reading

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Top Advertising Agency IP – Going Cheap or Creating Value?

There are often mis-informed discussions in agencies and marketing departments about copyright. In this guest post from our friends at  1Place Patent Attorneys & Solicitors, they make important distinctions about copyright and provide some invaluable recommendations on ways to work … Continue reading

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